What Catches a Marketer's Attention?

When it comes to ads, emails, mailers, media attention, websites, etc. I've pretty much seen it all. Not only am I bombarded with these messages daily just like the rest of the world, I also spend most of my time dreaming up the ideas and implementing them myself. So, when anything actually catches my eye, I have to give it accolade.

I got this email from QuickParts about a free .STL viewer and part quoting software. Want to know what a Rapid Prototype or Rapid Manufacturing job will run you? It'll tell you. Now, with all the companies I work with, one thing I preach over and over is to make yourself an indispensable resource. And that's not only to paying clients but to prospects and strangers, too. If they lean on you for free help, it's very likely they'll call on you some day for business. So, what was so eye-catching about QuickParts' offer? No strings! (and I should add, that QuickParts is not a client of Carter & Co.).

This software is not only a free viewer, it gives pricing. And, it's not the kind of "free quote" where you send your part in and some salesman will call you back with your quote. I don't call it free if, in exchange for the price info, you lend yourself to relentless sales calls. No, this really is something you can use daily without being subjected daily to a QuickParts pitch. If you are in the business of designing parts, and prototyping or short-run production is a constant need, why wouldn't you want to know in an instant how much a prototype will cost? Compare technologies, materials, quantities, etc. to see how to save the most money. Want to keep your current vendor honest, compare their price to this quote!

Now usually, I wrap these little blog posts up with a charge to the community of my fellow marketers to step it up and implement this in your business. Today, let me ask you to help me. I'm convicted. What free tools can I offer you to make your marketing tasks easier. No strings, no hooks, I just want you to lean on us for free help... maybe some day you'll call on us for business, too. Share your ideas here. I'll get to work.

What do Marketing Dollars mean in an Economic Recession?

Like many of you, I’m sure I have spent way too much time of recent looking over my budgets with a big red pen striking out anything that might be dragging us down. For business owners in times like these, “trimming the fat” is priority number one. Unfortunately, marketing is often seen as the gristle on the steak. But before you start chopping your marketing budget consider the possible consequences.

With a reduced marketing budget can your company effectively announce its presence to potential customers and stay fresh in the mind of those who currently buy your products or services? Effective marketing defines and reaches your target audience, differentiates your company from the competition, and attracts potential clients (giving your company the opportunity to convert them into loyal customers). Without marketing, a company grows stagnant—with a warehouse full of products and ever-present production costs.

So, assuming that I’ve convinced you not to abandon marketing altogether, you may be asking: what sort of marketing should I do? First of all, times of economic recession are no time to get experimental. Go “lean” with your marketing and stick to what’s worked. In addition, focus on high-impact communication. Especially for small businesses, a focus on mere brand exposure may not be cost justified in today’s market. Consider highly targeted email, direct mail, and pay-per-click where every move is carefully calculated.

Can a Bad Economy be Good for Small Business?

I have this uncanny ability to recall anything I have ever learned (right or wrong). Like, in a freshman world history class, I recall learning the cycles of civilization, beginning with tribal, then to feudal, then as stronger feudal rulers absorb others, eventually you see the stabilization and formation of the nation-state... which eventually crumbles and feudal warfare ensues until the dust settles and new feudal kingdoms arise again.

Ok, sorry about the boring history lesson, but see if you can find the connection. Three years ago, several other consultants and I were laughing together at a co-worker's dining room table about the fact that "whenever Autodesk downsizes, we get about 20 new competitors." The joke, of course, is that lay-offs at one of the major players in our industry means that many of those estranged workers decide to become self-employed (not business owners yet) and end up selling their services right back to the company that let them go.

There's a distinct need in the marketplace today that is enhanced by decreased budgets: the need to outsource! Is it difficult to succeed freelance in today's market? Sure. But if you can give 'em what they truly desire—great service at a lower cost than on-staff resources—you've made a hit. And, like my friend Jeff says, "Even in the greatest economy, if you're not smart and don't work hard, you won't succeed. So what's different today?"

What's more is that over time, just as feudal leaders expand their borders and absorb other groups, some of these freelancers build into larger companies often absorbing other freelancers. At the marketing firm I worked at prior to starting Carter & Co., almost a third of the staff were former employees of our largest client. They had been downsized, started consulting, then eventually were absorbed into that firm. Carve out a niche today, expand your borders while the competitors are weak, and reap the benefits for years to come.

Looking for Marketing Talent?... Define Marketing.

If you ever want to realize how broad of a spectrum the field of "Marketing" really encompasses, just do what I did and start a marketing talent business. One of my friends, who was a recruiter in a previous career, told me it's too narrow of a field. Really? Marketing is narrow? I had a hard time narrowing down the list of categories to include.

Several years ago, I was eating lunch with another friend and business associate. As he got up to head to the bathroom, he said, "Here's a lesson for you in marketing," then quickly disappeared into the Men's room. Puzzled doesn't even begin to describe the next couple of minutes for me. When he came back, he asked me if I ever considered the janitor as part of marketing. "Not really," I replied. Then he quickly asked, "are you a repeat customer at bars or restaurants where your feet stick to the bathroom floor?" Well, now that put it into perspective.

Despite my friend's compelling argument, however, I did not include janitorial positions in my new marketing talent venture. However, I was forced to think about software developers, design engineers, and even data entry specialists in a little different light.

But I'm sure you're none too interested in my business... what about yours? How tightly do your marketing people work with product designers. Does one person "ideates" until they've created a product... then tell the marketing guy to make it a hit? If you want a fresh look at the business your in, have a group from marketing (yes, that's ad people, website designers, copy writers, PR specialists, etc.) write out what they would put on your menu of services, or what they would invest their R&D budget in next, or which products/services they would drop altogether. You might be surprised how well they know your customers, and how well they understand the elusive non-customers.

10 Ways to Know You Own Your Own Business

This may seem like a real "duh" topic, but there are still a lot of people who tell me they own their own business only to find out they're really self-employed... and there's a major difference. So, to take the test, see where you fall.

Ten ways to know you own your own business:

1. Clients call the office to speak with people other than you.
2. At some point in company history, a total transaction took place (pre-sales, order placed, fulfilled, invoiced, and paid for) without you even knowing about it.
3. Someone could actually buy your business from you today and run it without you.
4. You can leave for a month vacation without your cell phone ringing daily.
5. You return from your vacation and get introduced to "the new guy" that was hired while you were away.
6. Other bloggers write about your company without naming you by name.
7. The bank didn't require a personal guarantee the last time your line of credit was increased.
8. You've actually forgotten how to forward the office phone to your cell phone.
9. You created a replicable product/service... and so an employee struck out on their own as a self-employed replicator of it.
10. You've ever told your marketing manager, "Hey, I like the new website. When did you change it?"

That's my list. What about you... when did you realize you no longer were self-employed?